Marteme Brochure 2021

BRIGHTEN UP YOUR DAY. EVERY DAY.

© Martème 2021

MARTÈME BROCHURE 2021

BRIGHTEN UP YOUR DAY. EVERY DAY

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BRIGHTON INVESTMENTS INTRODUCTION

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BRIGHTEN UP YOUR DAY. EVERY DAY

BRIGHTON INVESTMENTS

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Brighton – Bright Town: from the Start to the Present and the Future

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Brighton Investments is a young company founded in 2019 by young founders with professional experience working in both Vietnam and internationally for large organisations.

Brighton - Starting career at the City of London and Canary Wharf – UK’s financial hubs, we chose the name Brighton – the name of a beautiful city in the UK to start our new and exciting journey here in Vietnam. This name is to remind us of where we began – the place that offered us opportunities to broaden our horizon, gain comprehensive knowledge and experience, the place to nurture our new and groundbreaking ideas so that we can bring the best apply to the company’s development.

Bright Town - Hanoi is the place we choose to start a new journey, where we expect and believe in bringing a bright present and future for all members of the Company.

BRIGHTEN UP YOUR DAY. EVERY DAY

MISSION AND VISION Vision To be an organization that create values wherever we are

Our mission is to unlock and nurture one’s potential; inspire and empower them to materialize their goals.

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Mission

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PURPOSE AND VALUE

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Purpose Make a brighter future for stakeholders through integrating ESG in our investment philosophy • Sustainable investment for our investors • Best opportunity for employees to grow • Meaningful value for community

Value

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Concern both value for community and interest for shareholders

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Integrity – Honour our commitments to those we serve

Growth – Embrace opportunities to learn and improve

We do not take our commitments lightly. We hold ourselves to the highest ethical standards. Trust is at the core of our relationships and we work hard to earn and sustain that trust.

We invest in ourselves and one another not just to grow as an organization but also as individuals. Through personal development and continuous improvement, we enrich our lives and are better prepared to tackle opportunities as they arise.

OUR VALUES

Differentiation – Be innovative, curious and adventurous

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We always seek to be differentiated and original in our thinking and action.

We encourage and value our people’s uniqueness in their thinking and action

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Compassion – Observe, listen, understand and assist

Excellence – Good is not enough

We are all human and everyone we work with has their own hopes and fears.

Our compassion is what allows us to understand where we are needed and what we can do to help and thus, bringing more values to others.

Excellence is a habit not a goal. We welcome any challenges with enthusiasm and go above and beyond the call of duty because it’s who we are.

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BRIGHTEN UP YOUR DAY. EVERY DAY

BRAND NAME

MARTÈME

/’ma:təm/

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Martème is inspired from French words “le deuxième matin” and “marché” which mean the second morning and market respectively.

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Martème is the first project of Brighton Investments in the Retail segment with the goal of creating sustainable values for the community.

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Martème is a premium mart where shopping experiences are being prioritized to deliver to customers and that includes providing the finest - quality products.

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BRIGHTEN UP YOUR DAY. EVERY DAY

BRAND STORY

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We love to say, “Good morning!” as it is always a hello and never be a farewell to anyone that we meet…

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The first “morning” meaning and image that come to everyone‘s mind would be the dawning of a new day, when the sun pours through the window. However, there is a “second morning” in everyday, it can be:

And those are the meaning of “second morning” we would like to express through the word Martème. The “morning” here is not about the time measurement, instead, it is about the excitement like when you are looking forward to a new day and the feeling that you are refilled with freshness and relaxation. With that in mind, we have worked hard on this to bring a Martème - the second morning into every customer’s shopping.

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The fulfilment within your soul.

The refresh button for a new journey.

The relaxing time doing what you love.

The refined experience that makes you happy.

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WHAT WE DO

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Martème is a premium mart where finest-quality products are presented and commits to the customers an unprecedented shopping experiences.

Noticing the lack of premium mart and exquisite shopping experiences, Martème emphasizes on creating a delicate yet relaxed and mood-lifting ambient for customers whenever they come to Martème.

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CORE VALUES

Refined

We commit to providing the finest-quality goods

Refresh

We define shopping is not only a basic need-filling process but a mental needhealing time

Relaxed MARTÈME BROCHURE 2021

We strongly believe that there are plenty of opportunities to enjoy quality products in order to increase one’s living standards

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VISION AND OPPORTUNITY

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Inspired

Influence

Social first value from BI Group

A co-creation culture in that not only customers but also employees can connect and make impact to create more civilized trading process

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MISSION • Take advantage to exploit the retail market gap • Meet the demands of both Minimart’s TA and CS’s TA with wide range of high-quality products and fast serving process • Leading the retail trend and investing in the future of retail market in Vietnam • Being the pioneer in the premium sector of the retail industry in the North of Vietnam

Reshape retail industry in Vietnam to be more premium

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Impact

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BRIGHTEN UP YOUR DAY. EVERY DAY

BUSINESS FOCUS

Value-Based

PODs

Main service examples

Operation: not only “shop and go” but also “expensive retail experience”

Subtle and elegant shopping experience focus on sensory criteria

• Cafeteria/tea space • In-store service: salad or sushi, cheese bar, bakery • Relaxing area with electric relaxing chair

Perception: Perception: shaping equality for retail service and perception of “serving” to make new balanced point of view for buyers and sellers

Signature products that cannot find anywhere else

• Ultra-fresh ready –to -eat products • Unique branded product • Wine display area to enhance shop and learn experience

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Shop and learn environment > represent classic high livingstandards

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• Technological devices for customer to search for product origin and information • Led display show food process • Daily surprise - product highlight (weekly shuffle)

Unmet Needs

Role of shopping

Positioning

Core Value

Fulfilling life with exceptional shopping experience - the combination of high-quality branded product and relaxing shopping space

Functional role: 30% Emotional role: 70%

Value - base retail chain

• Refined • Relaxed • Refresh

USPs

Product line

Customer service

Store concept

• Shopping therapy • Premium quality

• Specialty/rarity • Focus on foreign products

• Technology experience • Focus on an outstanding offline experience

• Classic • Highpremium • Warm

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INVESTMENT PHILOSOPHY

Integrated Environmental, Social and Corporate Governance (ESG) criterias in business model, we aim to not only achieve profit growth but also to create meaningful value for community.

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At Martème, we commit to

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• Create positive environmental impacts right in our store operations • Create a diverse, inclusive, equal and friendly working environment for our employees so everyone has room to express themselves and grow with us.

• Become a resonance utility that helps increasing real estate values by bringing unique value added experiences for the citizens as well as our clients.

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CURRENT SITUATION • Increase of demands for FMCG consumption in Vietnam suburban areas due to tendency to live away from city center • The rising of new real estate projects in these suburban areas • Potential opportunities for convenient and premium shopping centers and daily-life utilities in these emerging areas

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OUR OPPORTUN

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Developing a retailing- services ecosystem in suburban areas in Vietnam to meet the incoming consumption demand for convenient and premium shopping experiences

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NITY

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BUSINESS ROADMAP Our 6-year-vision Restructured the business. Liquidated 4 out of 5 marts and maintained only the most promising one to develop

Dec

2021

2019 2020

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Acquired the retail business segment from a private boutique firm

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Changing the business direction to focus solely on the premium sector.

Operating 3 marts Currently in phase 1 of developing mobile app

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Open 40 new marts integrated Pharmacy and other types of uitlities in Hanoi and nearby cities in Hanoi and big cities in the Southern area

Open 7 new marts integrated Pharmacy and other types of uitlities in Hanoi and nearby cities in Hanoi

2025

2023 2024

Open 15 new marts integrated Pharmacy and other types of uitlities in Hanoi and nearby cities in Hanoi and big cities in the Southern area

Open 60 new marts integrated Pharmacy and other types of uitlities in Hanoi and nearby cities in Hanoi and big cities in the Southern area

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2022

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STORE DESIGN CONCEPT

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CONTACT INFO Address: 4th Floor, Viet Tower Building, No. 1 Thai Ha Street, Trung Liet Ward, Dong Da Distric, Hanoi Website: Email:

© Martème 2021